The White House Takes Its Communication to LinkedIn
Will it be beneficial for its audience and the administration
The White House has opened up shop on LinkedIn, with the Joe Biden - Kamala Harris administration deciding to post on the business, networking and job platform.
The account has quickly accumulated 68,000 followers as of the writing of this article.
“You break through in ways that I think are going to change the entire dynamic of the way in which we communicate,’” the first post quoted President Joe Biden saying to communicators in attendance at the White House Creator Economy Conference.
“The Biden-Harris Administration will continue to work with creators to understand the unique needs of the creator community, show our appreciation for their partnership and reach voters where they are.”
The White House knows it can utilize those people to help spread its message.
The stated game plan is to communicate on matters relevant to LinkedIn’s users: updates about the economy, job growth and White House career (i.e., job) opportunities.
LinkedIn as an effective communication vehicle and relationship builder may seem overdue to some proponents of the platform. Whether it will win with users and for the White House will be determined.
Tim Peters, chief marketing officer at Enghouse Systems, a software and services company, sees the intelligence and potential of the new approach.
“LinkedIn is a logical choice for the White House as it seeks to engage with a professional, career-oriented audience,” he says. “The platform is uniquely positioned to connect with individuals who are invested in issues like job growth, economic policies and entrepreneurship, topics that are central to the Biden-Harris administration’s agenda.”
Thinking is evolving in the political campaign in the race for victory in November.
“The timing of this decision likely reflects a broader strategy to diversify the administration’s communication channels,” Peters says. “LinkedIn offers a different demographic compared to platforms like Twitter or Instagram, where the discourse can be more informal and fast-paced.
“By utilizing LinkedIn, the White House can foster more thoughtful, in-depth discussions and directly reach decision-makers, industry leaders and professionals who may influence public opinion.”
There are concerns however.
“LinkedIn is for business, let's keep it that way,” counters Alyson Austin, principal and founder at Gaffney Austin, a media and public relations firm. “Promote the things the administration is doing to promote business, wages, labor, laws that impact workers. Not politics. Use LinkedIn to promote policy and control the message.”
She does appreciate the platform for its effectiveness in its niche.
“I think LinkedIn is a very effective tool for business communications. I encourage my clients to use it to amplify their messages.”
Austin does have a recommendation for the account’s branding, specificity and clarity.
“The LinkedIn profile could be named The Biden White House,” she recommends. “The next administration can create a profile and name it appropriately — and so on.”
“LinkedIn is home to a highly engaged and passionate audience,” Christian Tom, assistant to the president and director of the White House Office of Digital Strategy, communicated in an email to Marketing Brew.
“Moving forward, the Office of Digital Strategy plans to connect directly with that audience to bring awareness to the President’s accomplishments and progress that we know they care about, especially in areas like entrepreneurship, small business success and the evolving digital landscape.”
The objective is clear.
“We’re moving ever closer to our goal of connecting the administration directly with the American people, on new platforms, in evolving formats, every day.”
Peter likes the odds for success on those points and he predicts strong outcomes.
“LinkedIn’s user base is highly engaged and tends to prioritize professional growth, policy discussions and thought leadership,” he begins explaining. “By strategically posting content that resonates with these themes, the administration can effectively reach a segment of the population that may not be as active on other social platforms.”
That’s not all he sees.
“LinkedIn’s algorithm favors content that generates meaningful engagement, such as discussions and comments. This could lead to higher visibility and greater impact for the administration’s messages, especially when focusing on policy achievements and initiatives related to the economy, small businesses and innovation,” Peters says.
There are potential weaknesses that merit attention.
“One potential shortcoming is that LinkedIn’s user base, while large and engaged, is more niche compared to other social platforms,” Peters points out.
“The audience tends to be professionals, which may limit the reach to younger demographics or those less engaged in economic and policy issues. Additionally, the platform’s focus on professional networking may result in lower engagement with politically-charged content.”
There are currently opportunities that may not yet be top of mind.
“This space offers under-valued opportunities, particularly in thought leadership and policy advocacy,” Peters asserts. “The administration can leverage LinkedIn’s features, such as long-form articles and professional groups, to drive deeper conversations and influence public discourse.
“Furthermore, LinkedIn’s analytics tools provide valuable insights into how content is performing, allowing for data-driven adjustments to maximize impact.”
Peters sees this decision and commitment as a sound strategy that will pay off well.
“LinkedIn represents a valuable addition to the White House’s communication strategy, offering a platform to engage with a focused and influential audience,” he concludes.
“The key to success will be crafting content that resonates with LinkedIn’s unique user base while effectively integrating it into the broader digital communication strategy.”
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